Long wheelbase and short overhangs – there are lots of things that make a MINI and a GoKart alike. MINI’s legendary handling and performance has always been compared a lot to one of these open air speed racers.
Building on the double movie success “The Italian Job”, MINI China launched “The Chinese Job”, a series of events that teach (potential) customers how to drive like they do in the movies. The best drivers are selected over a period of several weeks and the best of them have to prove their skills in up to three larger race events. Finally, three winners will take home a genuine MINI John Cooper Works, the strongest car the brand produces. This car is not launched to the Chinese market, so it constitutes a real incentive.
We chose the advertising style to be a mix of real MINI imaging mixed with a black and white comic style, reminiscent to the mid-20th century “Michel Vaillant” comic books with a touch of Sin City. A fully animated trailer movie introduced customers to the speed and action of a car chase that could very well have been part of an “Italian Job” movie.
ยป Link to the website
Job: MINI The Chinese Job
Client: MINI China
Year: 2010
Agency: Interone China
Role: Creative Lead, Concept, Animator, Movie supervision
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